S5E12: The Hospitality Takeover with Alexander Robertson, VP of Brand, Digital and Loyalty at Jumeirah
Update: 2025-08-26
Description
“Luxury is madness,” declares Alex Robertson, and he should know. With a career spanning Ogilvy, Dubai Tourism, Etihad and now Jumeirah, he’s spent years proving that the best hospitality experiences come from embracing that beautiful irrationality.
Alex dismantles the tired luxury playbook. No corporate welcome rituals forced on jet-lagged families. No pretension masquerading as sophistication. Instead, Jumeirah delivers what Alex calls “joyful authenticity”—think doormen who remember your fist bump three years running, not because they’re programmed to, but because genuine warmth travels.
We unpack Jumeirah’s ambitious plan to double its portfolio by 2030 while preserving what makes Arabian hospitality magnetic. Alex reveals why luxury hospitality has become the industry other sectors are studying, the tension between moving “ocean liners” and staying nimble, and his controversial take on what’s actually destroying the guest experience.
From motorcycle philosophy to the psychology of paying a premium for experiences you can’t take home, this conversation cuts through industry noise to examine what happens when you refuse to commoditise wonder.
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